On the other hand, Amazon itself is nothing but positive about its Q4 activity. Earlier today, the company countered Bellini’s prediction with news that the 2011 holiday shopping season was Amazon’s best season to date. Online holiday shopping overall amounted to a $35.3 billion market during the last couple months of 2011 alone, and Amazon captured its fair share of that number.

In particular, Amazon’s sales of its Kindle lineup (especially the new Kindle Fire tablet/e-reader hybrid) have been astounding. Throughout November and December, Amazon has been selling roughly one million Kindle units each week. For the entirety of Amazon’s Kindle lineup, Black Friday sales figures quadrupled year over year. At that time, the company also stated the Kindle Fire had been its top-selling product for the previous eight weeks.